Detailed Mechanism Funding and Narrative

Years of mechanism: 2008 2009

Details for Mechanism ID: 3588
Country/Region: Kenya
Year: 2008
Main Partner: Population Services International
Main Partner Program: NA
Organizational Type: NGO
Funding Agency: USAID
Total Funding: $14,790,000

Funding for Biomedical Prevention: Prevention of Mother to Child Transmission (MTCT): $200,000

THIS IS AN ONGOING ACTIVITY. THE NARRATIVE IS UNCHANGED EXCEPT FOR UPDATED

REFERENCES TO TARGETS AND BUDGETS.

1. LIST OF RELATED ACTIVITIES

This activity relates to activities in Abstinence and Being Faithful (#7052), Condoms and Other Prevention

(#7051), Blood Safety (#8804), and Counseling and Testing (#7049).

2. ACTIVITY DESCRIPTION

Health Communication and Marketing (HCM) is an integrated project, focused primarily (at least 75%) on

HIV/AIDS prevention care and treatment in support of other PEPFAR activities in Kenya. The purpose of the

HCM award is to improve health outcomes through increased prevention and other healthy behaviors. This

will be done through marketing and communications activities within the health sector. This activity will also

build the sustainability of local organizations to do this work. The objectives of this activity in HIV/AIDS are

to: 1) Improve the preventive behaviors of Kenyans related to HIV/AIDS, in particular increasing the percent

of men and women aged 15-24 abstaining from sex, promoting fidelity, partner reduction, the correct and

consistent use of condoms in high-risk sexual encounters, and the percent of men and women going for

VCT and receiving their test results (the "ABC" approach). 2) Improve service utilization rates for voluntary

counseling and testing (VCT), and prevention of mother to child transmission (PMTCT) of HIV. This includes

increasing the percentage of pregnant women who access PMTCT services including VCT and increasing

the number of Kenyans who use VCT services and receive their test results. 3) Build the capacity of local

institution(s) in Kenya's commercial, non-governmental, and/or faith-based sectors by working in

collaboration with them to develop and manage a cost-effective marketing, sales, and distribution network

that improves availability and access by key populations to products related to HIV/AIDS; develop and

manage a communications initiative to increase knowledge and change behavior of Kenyans with respect to

HIV/AIDS including interpersonal communication; and develop the management and technical capacity of

these organizations to manage and implement social marketing and communications programs. This

program will not issue sub awards but will pay suppliers of goods and services directly.

3. CONTRIBUTIONS TO OVERALL PROGRAM AREA

In FY 2008, in PMCT, this partner will develop and disseminate communication messages/materials on

prevention of mother to child activities promoting testing of pregnant women in order to protect the unborn

child from HIV infection. This activity will also target People Living with HIV/AIDS (PLWHAs) and especially

HIV positive couples planning to have a baby. It is anticipated to promote counseling and testing services

and generate demand for PMCT services for both voluntary and provider initiated testing. They will reach

over 6 million people through mass media.

4. LINKS TO OTHER ACTIVITIES

This activity relates to activities in Abstinence and Being Faithful (#7052), Other Prevention (#7051), Blood

Safety (#8804) and Counseling and Testing (#7049) through promotion of networking, referrals and

linkages. The Health Communications and Marketing project is a national level activity that will enforce

messages through mass media and interpersonal communication developed in collaboration with

MOH/NASCOP PMCT committee at the national level and projects working at the regional level. Both

NASCOP and these provincial projects will "feed into" the development of population-specific messages

which will strengthen interventions implemented on the ground.

5. POPULATIONS BEING TARGETED

PMCT messages will primarily focus on adults both male and female, public and private health providers

and NGOs and faith-based programs as well as policy makers.

6. KEY LEGISLATIVE ISSUES ADDRESSED

Messages developed will address gender norms and behavior, increased male involvement in matters

considering the preservation of the family unit, and reduction of stigma and discrimination.

7. EMPHASIS AREAS

HCM is primarily a communications activity focusing on the development of information, education and

communication. However, they will also mobilize communities through interpersonal communication and

make linkages with other sectors for message development.

Funding for Sexual Prevention: Abstinence/Be Faithful (HVAB): $3,100,000

THIS IS AN ONGOING ACTIVITY. THE NARRATIVE IS UNCHANGED EXCEPT FOR UPDATED

REFERENCES TO TARGETS AND BUDGETS.

The only changes to the program since approval in the 2007 COP are:

• $200,000 of this activity supports the healthy youth initiative and is programmed with funds from the $7

million FY 08 plus up;

• Expand the youth interpersonal program in schools and promote a new youth campaign that addresses

abstinence and behavior change.

1. LIST OF RELATED ACTIVITIES

This activity relates to activities in Other Prevention (#8930), (#8932), (#8874), (#9040), (#8937), (#8927),

(#8942), Counseling and Testing (#8760), (#8776), (#8777), (#8778), (#8781), (#8782), (#8976), Prevention

of Mother-to-Child Transmission (#8729), (#8733), (#8734), (#8738), (#8752),(#8764), (#7087), HIV/AIDS

Treatment: ARV Services (#8765), (#8774), (#8792), (#8797), (#8805), (#8813), (#8826), (#6899) and

HIV/AIDS Treatment: ARV Drugs (#6997).

2. ACTIVITY DESCRIPTION

In 2008 HCM will develop at least two mass media campaigns and develop interpersonal communication

programs in schools that will reach 100,000 youth and train at least 600 peers in HIV prevention activities.

APHIA II Health Communication and Marketing (HCM) is an integrated project, focused primarily (at least

75%) on HIV/AIDS prevention, care and treatment in support of other PEPFAR activities in Kenya. The

purpose of the HCM award is to improve healthy outcomes through increased prevention and other healthy

behaviors. This will be done through marketing and communications activities within the health sector. This

activity will also build the sustainability of local organizations to do this work. Through a Public-Private

Partnership $200,000 will support the development of a nationwide follow-on to the highly successful

PEPFAR-funded "Nime Chill" youth abstinence campaign. Discussion is underway to partner with the Coca

Cola Foundation for this project, where Coca Cola would contribute marketing expertise and its access to

trucks, kiosks, and other physical structures to display the abstinence message. The objectives of this

activity in HIV/AIDS are to 1) improve the preventive behaviors of Kenyans related to HIV/AIDS, in particular

increasing the percent of men and women aged 15-24 abstaining from sex, promoting fidelity, partner

reduction, the correct and consistent use of condoms in high-risk sexual encounters, and the percentage of

men and women going for VCT and receiving their test results (the "ABC" approach); 2) improve service

utilization rates for voluntary counseling and testing (VCT), and prevention of mother to child transmission

(PMTCT) of HIV. This includes increasing the percentage of pregnant women who access PMTCT services

including VCT and increasing the number of Kenyans who use VCT services and receive their test results;

3) build the capacity of local institution(s) in Kenya's commercial, non-governmental, and/or faith-based

sectors by working in collaboration with them to develop and manage a cost-effective marketing, sales and

distribution network that improves availability and access by key populations to products related to

HIV/AIDS; 4) develop and manage a communications initiative to increase knowledge and change behavior

of Kenyans with respect to HIV/AIDS including interpersonal communication; and 5) develop the

management and technical capacity of these organizations to manage and implement social marketing and

communications programs. Through these interventions, the awardee will target at least 100,000 people

with AB messages and train at least 600.

3. CONTRIBUTIONS TO OVERALL PROGRAM AREA

In FY 2007, in AB, this partner will develop and disseminate communication messages/materials on

abstinence for youth and build on programs in the education sector targeting in-school youth. It will also

promote messages on secondary virginity and the importance of faithfulness within marriage. This activity

will generate demand for information about abstinence and being faithful, which will be followed up with

interpersonal communication activities.

4. LINKS TO OTHER ACTIVITIES

The Health Communications and Marketing project is a national level activity that will enforce messages

through mass media and interpersonal communication developed in collaboration with projects working at

the regional level. These projects will "feed into" the development of population-specific messages which

will strengthen peer education interventions implemented on the ground.

5. POPULATIONS BEING TARGETED

AB messages will primarily focus on 10-14 year olds, both in- and out-of-school; youth of reproductive age

and teachers, but also adult members of the general population.

6. KEY LEGISLATIVE ISSUES ADDRESSED

Messages developed will address gender norms and behavior, stigma and discrimination.

7. EMPHASIS AREAS

APHIA II HCM is primarily a communications activity focusing on the development of information, education

and communication. However, they will also mobilize communities through interpersonal communication,

make linkages with other sectors for message development (e.g. CT, PMTCT), collaborate with the

education sector, and train individuals in message development and communication. The purpose of the

HCM award is to improve health outcomes through increased prevention and other healthy behaviors. This

will be done through marketing and communications activities within the health sector. This activity will also

build the sustainability of local organizations to do this work. In collaboration with the Ministry of Health, PSI

will also promote medical male circumcision as a proven intervention to reduce transmission of HIV.

Information about abstinence and being faithful will be shared with those who volunteer to undergo

circumcision.

Funding for Biomedical Prevention: Blood Safety (HMBL): $240,000

THIS IS AN ONGOING ACTIVITY. THE NARRATIVE IS UNCHANGED EXCEPT FOR UPDATED

REFERENCES TO TARGETS AND BUDGETS.

1. LIST OF RELATED ACTIVITIES

This activity relates to activities in Abstinence and Being Faithful (#7052), Other Prevention (#7051), PMCT

(#7050), and Counseling and Testing (#7049).

2. ACTIVITY DESCRIPTION

Health Communication and Marketing (HCM) is an integrated project, focused primarily (at least 75%) on

HIV/AIDS prevention care and treatment in support of other PEPFAR activities in Kenya. The purpose of the

HCM award is to improve health outcomes through increased prevention and other healthy behaviors. This

will be done through marketing and communications activities within the health sector. This activity will also

build the sustainability of local organizations to do this work. The objectives of this activity in the blood

Safety program are i) Develop appropriate IEC packages for internal and external customers of the NBTS

including blood donors, user hospitals and blood bank personnel. Blood donor mobilization material will be

revised to incorporate messages for prevention of HIV through abstinence, faithfulness and where

appropriate, condom use. ii) Build the capacity of local institution(s) in Kenya's commercial, non-

governmental, and/or faith-based sectors by working in collaboration with them to develop and manage a

cost-effective marketing, sales, and distribution network that improves availability and access by key

populations to products related to blood donor mobilization and appropriate blood use and develop the

management and technical capacity of these organizations to manage and implement social marketing and

communications programs. iii) Develop brand identity for the National Blood Transfusion service (NBTS).

iv) Develop appropriate donor recognition materials. v) Increase altruistic regular blood donation among

Kenyans. This activity will not provide any sub awards.

3. CONTRIBUTIONS TO OVERALL PROGRAM AREA

In FY07, in Blood safety, this partner will develop and disseminate communication messages/materials

targeting the general population and promoting blood donation to save lives. It will also promote messages

to encourage blood donors to join blood donor clubs. This activity will contribute indirectly to reduce HIV

transmission through blood transfusion.

4. LINKS TO OTHER ACTIVITIES

The Health Communications and Marketing project is a national level activity that will enforce messages

through mass media and interpersonal communication developed in collaboration with the National Blood

Transfusion Services and regional blood transfusion centers. These projects will "feed into" the

development of population-specific messages which will strengthen blood donation and utilization activities

implemented on the ground.

5. POPULATIONS BEING TARGETED

Blood Safety messages will primarily focus on the general population, In- and out-of-school youth; youth of

reproductive age and teachers.

6. KEY LEGISLATIVE ISSUES ADDRESSED

Messages developed will address stigma and discrimination.

7. EMPHASIS AREAS

HCM is primarily a communications activity focusing on the development of information, education and

communication. However, they will also mobilize communities through interpersonal communication, make

linkages with other sectors for message development (e.g. CT, PMTCT), and train individuals in message

development and communication.

Funding for Sexual Prevention: Other Sexual Prevention (HVOP): $2,000,000

THIS IS AN ONGOING ACTIVITY. THE NARRATIVE IS UNCHANGED EXCEPT FOR UPDATED

REFERENCES TO TARGETS AND BUDGETS.

The only changes to the program since approval in the 2007 COP are:

+ HCM will develop at least 2 mass media campaigns that address high risk behavior such as alcohol abuse

and trusted partner and condom use. HCM will develop interpersonal communication activities that will

reach 500,000 individuals and train 1,000 individuals in HIV prevention activities.

+ HCM will continue promotion of male circumcision as an effective preventive intervention.

+ HCM will also spend $200,000 to implement the "Healthy Youth Programs Initiative" also known as Hype.

1. LIST OF RELATED ACTIVITIES

This activity relates to activities in Abstinence and Being Faithful (#8950), (#8725), (#8731), (#9070),

(#9074), (#8994), (#8989), Condoms and Other Prevention Activities (#8930), (#8932), (#8874), (#9040),

(#8937), (#8927), (#8942), Counseling and Testing (#8781), (#8782), (#8976), (#8776), (#8778), (#8777),

(#8760), and Prevention of Mother-to-Child Transmission (#8764), (#8752), (#8729), (#8733), (#7087),

(#8738), (#8734). It also relates to HIV/AIDS Treatment: ARV Services (#6899) and HIV/AIDS Treatment:

ARV Drugs (#6969).

2. ACTIVITY DESCRIPTION

In 2008 HCM will develop at least 2 mass media campaigns that address high risk behavior such as alcohol

abuse and trusted partner and promote condom use. HCM will develop interpersonal communication

activities that will reach 600,000 individuals, train 1,500 individuals in HIV prevention activities, and

distribute condoms through 40,000 outlets. Health Communication and Marketing (HCM) is an integrated

project, focused primarily (at least 75%) on HIV/AIDS prevention care and treatment in support of other

PEPFAR activities in Kenya. The purpose of the HCM award is to improve health outcomes through

increased prevention and other healthy behaviors. This will be done through marketing and communications

activities within the health sector. This activity will also build the sustainability of local organizations to do

this work. The objectives of this activity in HIV/AIDS are to 1) Improve the preventive behaviors of Kenyans

related to HIV/AIDS, in particular increasing the percent of men and women aged 15 to 24 abstaining from

sex, promoting fidelity, partner reduction, the correct and consistent use of condoms in high-risk sexual

encounters, and the percent of men and women going for voluntary counseling and testing (VCT) and

receiving their test results (the "ABC" approach); 2) Improve service utilization rates for VCT, and prevention

of mother to child transmission (PMTCT) of HIV. This includes increasing the percentage of pregnant

women who access PMTCT services, including VCT, and increasing the number of Kenyans who use VCT

services and receive their test results; 3) Build the capacity of local institution(s) in Kenya's commercial, non

-governmental, and/or faith-based sectors by working in collaboration with them to develop and manage a

cost-effective marketing, sales, and distribution network that improves availability and access by key

populations to products related to HIV/AIDS; develop and manage a communications initiative to increase

knowledge and change behavior of Kenyans with respect to HIV/AIDS including interpersonal

communication; and develop the management and technical capacity of these organizations to manage and

implement social marketing and communications programs. The awardee will support 35,000 condom

outlets nationwide, e.g. in hotels, kiosks, bars and other public places.

3. CONTRIBUTIONS TO OVERALL PROGRAM AREA

In FY 2007, in OP, this partner will develop and disseminate communication messages/materials on

condoms and other prevention targeting over-14 year old youth and high-risk populations. It will also

promote messages on abstinence and the importance of faithfulness within marriage to approximately

500,000 members of the target population. This activity will generate demand for information about

condoms and other prevention interventions, however as there will not be outreach activities, these targets

do not apply.

4. LINKS TO OTHER ACTIVITIES

The Health Communications and Marketing project is a national level activity that will enforce messages

through mass media and interpersonal communication developed in collaboration with projects working at

the regional level. These projects will "feed into" the development of population-specific messages which

will strengthen peer education interventions implemented on the ground. Approximately 1,000 people will be

trained to disseminate behavior change messages.

5. POPULATIONS BEING TARGETED

OP messages will primarily focus on over 14 year olds, adults and high-risk populations such as substance-

abusers and street youth.

6. KEY LEGISLATIVE ISSUES ADDRESSED

Messages developed will address gender norms and behavior, stigma and discrimination.

7. EMPHASIS AREAS

HCM is primarily a communications activity focusing on the development of information, education and

communication. However, they will also mobilize communities through interpersonal communication, make

linkages with other sectors for message development (e.g. CT, PMTCT), and train individuals in message

development and communication.

Funding for Care: Adult Care and Support (HBHC): $6,000,000

THIS IS AN ONGOING ACTIVITY. THE NARRATIVE IS UNCHANGED EXCEPT FOR UPDATED

REFERENCES TO TARGETS AND BUDGETS. THIS ACTIVITY RELATES TO ALL ACTIVITIES IN

HBHC.

1. LIST OF RELATED ACTIVITIES

This activity relates to all activities in HBHC (#6998).

2. ACTIVITY DESCRIPTION

Two major obstacles in the provision of HIV care in rural areas are 1) a dispersed population with limited

transportation and 2) extreme poverty with lack of electricity, sanitation, clean water. Despite these

obstacles, Kenya has experienced a rapid increase in the number of HIV care and treatment providers in

most areas of Kenya. Unfortunately comprehensive HIV prevention is rarely included in clinical programs,

and prevention-focused programs that provide care vary in quality. Despite ART expansion, majority of HIV-

infected people do not receive care. In FY 2005, PEPFAR Uganda developed a Basic Care Package (BCP)

that provided a means to prevent many of the opportunistic infections that occur with PLWAs as well as

prevention from malaria. By utilizing a ‘package' approach they were able to avoid the typical stock outs of

primary care facilities and ensure clientele received a complete set of drugs and prophylactic measures that

avoid OIs, provide vitamins to improve health and condoms to decrease the dangers of infecting their

spouses. A critical part of this package was the inclusion of cotrimoxizole. Studies throughout Africa have

demonstrated an almost complete prevention of Pneumocystis jiroveci pneumonia as well as reductions in

malaria, bacterial pneumonia, toxoplasmosis, diarrhea, sinusitis through the daily use of this drug. The

partner will coordinate with other USG implementing partners to make basic care packages (BCP) available

to PLWAs. The BCP will consist of the following components: 1 long lasting insecticide treated net (LLINs),

100 condoms, 4 bottles of WaterGuard safe water system, daily multivitamins, 1 water storage vessel, cloth

for filtering water and IEC material on malaria, diarrhea, VCT, PMTCT, cotrimoxizole, nutrition, and

mental/social well-being. Re-supply of short term consumable items (condoms, WaterGuard, multivitamins)

will be carried out to all PLWAs on a continuing basis. Cotrimoxazole will be provided through the Mission

Competitive Procurement/TBD and be available at the local health dispensaries. The goal is that 200,000

BCPs will be distributed TO 200,000 patients over the year. The partner will be responsible for procuring,

packaging and shipping the BCPs to regional warehouses, as well as re-supply of consumable items.

Standardized IEC materials will also be included in the BCP. All USG partners will source the BCPs from

the partner for onward distribution to Comprehensive Care Centers, PLWA CBOs and other PLWA targeted

distribution points operating in their catchment areas. IPs will be responsible for peer education training and

other interpersonal communications to promote the correct use of BCPs. IPs will also be responsible for

tracking use and monitoring possible leakage.

3. CONTRIBUTIONS TO OVERALL PROGRAM AREA

This activity will contribute to the FY 2008 targets by providing 160,000 PLWAs with standardized essential

elements of care that will extend and improve their lives. In addition, through the provision of condoms in

the basic care package the activity will be supporting prevention particularly among discordant couples. The

set of services will be provided regardless of stage of HIV disease or clinical condition in facility-based and

in home-based settings. It is consistent with the 5-year strategy by focusing on rapidly scaling up palliative

care services.

4. LINKS TO OTHER ACTIVITIES

This activity is linked to HBHC activity (#6998).

5. POPULATIONS BEING TARGETED

This activity targets people living with HIV/AIDS and their families by providing essential care services

including bed nets, thereby reducing malaria in other family members as well.

6. KEY LEGISLATIVE ISSUES ADDRESSED

The key legislative issue being addressed by this activity is reduction of Stigma and Discrimination by

improving the health of PLWAs and allowing them to care for their children and possibly return to work.

7. EMPHASIS AREAS

There are four areas of emphasis. Commodity procurement will be utilized to purchase the materials used in

the basic care package. Community Mobilization/Participation will be essential to ensure the basic care

packages reach PLWAs. The Development of Network/Linkages/Referral Systems will be needed since

many of these kits will be distributed through the regional partners. Logistics will be important for the same

reason.

Funding for Care: Orphans and Vulnerable Children (HKID): $400,000

THIS IS AN ONGOING ACTIVITY. THE NARRATIVE IS UNCHANGED EXCEPT FOR UPDATED

REFERENCES TO TARGETS AND BUDGETS.

1. LIST OF RELATED ACTIVITIES

This activity relates to activities in Abstinence and Being Faithful (#8950, #8725, #8731, #9070, #9074,

#8994, #8989), Counseling and Testing (#8760, #8776, #8777, #8778, #8781, #8782, #8976), PMTCT

(#8729, #8733, #8734, #8738, #8752, #8764) and ARV Services (#8765, #8774, #8792, #8797, #8805,

#8813, #8826).

2. ACTIVITY DESCRIPTION

Health Communication and Marketing (HCM) is an integrated project, focused primarily (at least 75%) on

HIV/AIDS prevention care and treatment in support of other PEPFAR activities in Kenya. The purpose of the

HCM award is to improve health outcomes through increased care, prevention and other healthy behaviors.

This will be done through marketing and communications activities within the health sector. This activity will

also build the sustainability of local organizations to do this work. The objectives of this activity in HIV/AIDS

is to build the capacity of local institution(s) in Kenya's commercial, non-governmental, and/or faith-based

sectors by working in collaboration with them to develop and manage a cost-effective marketing, information

and communication strategy, and distribution network that improves availability and access by key

populations to information related to HIV/AIDS; develop and manage a communications initiative to increase

knowledge and change behavior of Kenyans with respect to HIV/AIDS including interpersonal

communication; and develop the management and technical capacity of these organizations to manage and

implement social marketing and communications programs. This will improve the care and understanding of

orphans and vulnerable children and their caregivers.

3. CONTRIBUTIONS TO OVERALL PROGRAM AREA

In FY 2008, this partner will develop and disseminate communication messages/materials on OVC issues in

a wider forum. It will also promote messages on abstinence and the importance of faithfulness within

marriage. This activity will generate demand for information about OVC and caregivers. However no direct

targets will be achieved but more population will be enlightened on OVC issues and it is assumed that more

OVC and caregivers will be reached indirectly.

4. LINKS TO OTHER ACTIVITIES

The Health Communications and Marketing project is a national level activity that will enforce messages

through mass media and interpersonal communication developed in collaboration with projects working at

the regional level. These projects will "feed into" the development of population-specific messages which

will strengthen peer education interventions implemented on the ground. This activity has links in the

following activities: Abstinence and Being Faithful (#8950, #8725, #8731, #9070, #9074, #8994, #8989),

Counseling and Testing (#8760, #8776, #8777, #8778, #8781, #8782, #8976), PMTCT (#8729, #8733,

#8734, #8738, #8752, #8764) and ARV Services (#8765, #8774, #8792, #8797, #8805, #8813, #8826).

5. POPULATIONS BEING TARGETED

OVC messages will primarily focus general population, caregivers, widows, widowers, policy makers,

community and religious leaders as well as community-based and faith-based organizations.

6. KEY LEGISLATIVE ISSUES ADDRESSED

Messages developed will address gender norms and behavior, stigma and discrimination.

7. EMPHASIS AREAS

HCM is primarily a communications activity focusing on the development of information, education and

communication. However, they will also mobilize communities through interpersonal communication, make

linkages with other sectors for message development (e.g. CT, PMTCT), and train individuals in message

development and communication.

Funding for Testing: HIV Testing and Counseling (HVCT): $2,750,000

THIS IS AN ONGOING ACTIVITY. THE NARRATIVE IS UNCHANGED EXCEPT FOR UPDATED

REFERENCES TO TARGETS AND BUDGETS.

Change since the COP was approved in 2007:

+ HCM will develop 3 media campaigns that promote PITC and other types of counseling and testing

promotion.

1.LIST OF RELATED ACTIVITIES

This activity relates to activities in Abstinence and Being Faithful (#7052), Other Prevention (#7051), Blood

safety (##8804), and PMTCT (#7050).

2.ACTIVITY DESCRIPTION

Health Communication and Marketing (HCM) is an integrated project, focused primarily (at least 75%) on

HIV/AIDS prevention care and treatment in support of other PEPFAR activities in Kenya. The purpose of the

HCM award is to improve health outcomes through increased prevention and other healthy behaviors. This

will be done through marketing and communications activities within the health sector. This activity will also

build the sustainability of local organizations to do this work. The objectives of this activity in HIV/AIDS are

to 1) Improve the preventive behaviors of Kenyans related to HIV/AIDS, in particular increasing the percent

of men and women aged 15-24 abstaining from sex, promoting fidelity, partner reduction, the correct and

consistent use of condoms in high-risk sexual encounters, and the percent of men and women going for

VCT and receiving their test results (the "ABC" approach). 2) Improve service utilization rates for voluntary

counseling and testing (VCT), and prevention of mother to child transmission (PMTCT) of HIV. This includes

increasing the percentage of pregnant women who access PMTCT services including VCT and increasing

the number of Kenyans who use VCT services and receive their test results. 3) Build the capacity of local

institution(s) in Kenya's commercial, non-governmental, and/or faith-based sectors by working in

collaboration with them to develop and manage a cost-effective marketing, sales, and distribution network

that improves availability and access by key populations to products related to HIV/AIDS; develop and

manage a communications initiative to increase knowledge and change behavior of Kenyans with respect to

HIV/AIDS including interpersonal communication; and develop the management and technical capacity of

these organizations to manage and implement social marketing and communications programs. This

program will not issue sub awards but will pay suppliers of goods and services directly,

3. CONTRIBUTIONS TO OVERALL PROGRAM AREA

In FY 2008, in CT, this partner will develop and disseminate communication messages/materials on

counseling and testing promoting provider initiated testing and continues VCT promotion especially

targeting the couple testing and discordant couples. It is anticipated to promote counseling and testing

services and generate demand for CT services for both voluntary and provider initiated testing through 3

mass media campaigns. They will reach over 6 million through mass media.

4. LINKS TO OTHER ACTIVITIES

This activity relates to activities in Abstinence and Being Faithful (#7052), Other Prevention (#7051), Blood

safety (#8804), and PMTCT (#7050). The Health Communications and Marketing project is a national level

activity that will enforce messages through mass media and interpersonal communication developed in

collaboration with MOH/NASCOP CT committee at the national level and projects working at the regional

level. Both NASCOP and these provincial projects will "feed into" the development of population-specific

messages which will strengthen interventions implemented on the ground.

5. POPULATIONS BEING TARGETED

CT messages will primarily focus on adults both male and female, public and private health providers and

NGOs and faith-based programs. This activity will also work with the National AIDS Control Program staff

and policy makers in the coordination of efforts in this program area.

6. KEY LEGISLATIVE ISSUES ADDRESSED

Messages developed will address gender norms and behavior, stigma and discrimination.

7. EMPHASIS AREAS

HCM is primarily a communications activity focusing on the development of information, education and

communication. However, they will also mobilize communities through interpersonal communication and

make linkages with other sectors for message development. The proposed unallocated funding of $350,000

is for the expansion of an existing activity in the 2007 COP. Funds will be used to carry out media and

public education activities in CT. The specific areas to be supported include Media campaigns at various

levels, production of educational materials for both health facilities and in the community and the

development of a CT communication strategy for Kenya. In FY 07 this activity will focus on three main

areas; the HIV testing week (RRI), PITC and, door-to-door CT.

Funding for Health Systems Strengthening (OHSS): $100,000

In this program area, the APHIA Health Communication and Marketing activity will work to broaden cultural

acceptance of medical male circumcision as a prevention intervention to reduce the risk of HIV

transmission. This will be done through media campaigns as well as interpersonal communication.

Subpartners Total: $0
Johns Hopkins University: NA